Abstract
Live streaming e-commerce grows rapidly recently and changes people's shopping style. How to alleviate the information asymmetry which lowers the returns in live streaming e-commerce is still unresolved. Providing free samples and presenting feedback from free trials is suggested and tested. The survey data collected from college students verifies the hypotheses that the feedback from free trial has a positive effect on regular purchase intention but it has no impact on the impulse purchase intention. Further more, by dividing the perceived value into three dimensions, we demonstrated the mediation effect of perceived functional value between free trial feedback and regular purchase intention. Based on these findings, free trial mechanism in the live streaming e-commerce is highly recommended.
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This research was supported by Fundamental Research Funds for the Central Universities under Grant 2021SRY05 and Beijing Social Science Foundation under Grant 22GLB023.
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You, W. et al. (2023). Impact of Trial Feedback in Live Streaming e-Commerce: Evidence from Make-Up Products. In: Tu, Y., Chi, M. (eds) E-Business. Digital Empowerment for an Intelligent Future. WHICEB 2023. Lecture Notes in Business Information Processing, vol 481. Springer, Cham. https://doi.org/10.1007/978-3-031-32302-7_23
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DOI: https://doi.org/10.1007/978-3-031-32302-7_23
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